Account-based marketing is fast earning a reputation as the only way to successfully tackle modern B2B marketing. We investigate the dos and don'ts
Take a dive into any B2B marketing playbook today and you’re likely to encounter account-based marketing (ABM) in the mix.
With 99 per cent of ABM-engaged companies surveyed by SiriusDecisions seeing 20 per cent average lift in engagement, and 91 per cent citing higher ROI, it’s clear account-based approaches are on a fast track to B2B dominance.
You only have to look at the shifts in how B2B buyers procure to know the old digital marketing and demand generation models are broken, 6Sense global CMO, Latane Conant, says.
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Let’s face it, transformation is messy. Every business is different, with a set of specific challenges based on a mixture of external (the market, competitors, regulation) and internal factors (technology, people and process investments over time).
Human Centred Design (HCD) has come a long way in the last decade with many forward-thinking organisations now asking for HCD teams on their projects. It’s increasingly seen as essential to unlocking innovation, driving superior customer experiences and reducing delivery risk.
If the FANG (Facebook, Amazon, Netflix, Google) sector and their measured worth are the final argument for the successful 21st Century model, then they are beyond reproach. Fine-tuning masses of algorithms to reduce human touchpoints and deliver wild returns to investors—all with workforces infinitesimally small compared to the giants of the 20th Century—has been proven out.
Hi Jennifer,Fascinating read about design-led companies!If you would like to learn more, our Design Thinking and Innovation programme mig...
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Thank you for your feedback, Astha! Always appreciated.
Hey Vanessa, thanks for providing us the things marketers should know about data privacy. This was really an informative post.
Well, that's good to know that. Any other news you want to share here? I can't wait to see more.
In this bonus last episode of this new podcast series, BrandHook MD, Pip Stocks, talks with former ANZ group general manager of marketing, Louise Eyres, talks about the importance of thinking like a customer and using intuition to solve customer painpoints.
